At least one retailer has valued these parts at over $200 as part of an upsell.
The reality is that most doors don't need these parts. And, on our site the price is nowhere near the $200+ value ascribed to the kit. The end bearings plates cost only $15.09, the center bearing costs $2.67, and the cables for a 7' high door cost $10.82. That is a total of only $28.58. The $10 winding bars would bring the total to $38.58.
Slightly better bars and bearings may raise the price to $60 or so, but remember that this is for parts you probably don't need.
Wise people count the cost. We don't take advantage of those who don't count the cost.